The impact of customer experience on customer satisfaction in the e-commerce sector in Turkey

Customer Experience Management (CEM) now plays the ultimate and defining role in the process of gaining competitive advantage for companies in today's marketplace. While marketing strategies throughout history have been founded on product features, profitability, and pricing, the increased challenges of the modern competitive environment have compelled companies to strive for sustainable differentiation. Customer Experience Management has emerged as a critical strategy in efforts to strengthen competitive positions and achieve a unique stance in the market. This strategy guides companies in fortifying their market position by enhancing customer loyalty and brand value. In this new paradigm, customer experience transcends customer relationship management, representing an approach that encompasses every touchpoint of a customer's interaction with the brand. Companies aim not only to enhance the quality of products and services offered but also to maximize customer satisfaction at every stage of their interaction with the brand. This requires providing a consistent and integrated experience from the first contact to post-sale services. Thus, Customer Experience Management centralizes the customer in business strategy and shapes all operations accordingly. The momentum of digital transformation triggered by the pandemic has led to permanent changes in consumption habits and has reshaped businesses' customer experience management strategies. Surpassing the experience offered by physical stores, the rise of e-commerce platforms has necessitated brands to optimize their digital presence and prioritize online customer experiences. With the growth of the e commerce sector, the quality of online customer experiences has become a critical element for customer satisfaction and thus the sustainable success of businesses. In this context, it is expected that businesses will transform their digital presence to accommodate the changing needs and expectations of customers. Providing a positive end-to-end customer journey on e-commerce platforms is essential for ensuring customer satisfaction. Each touchpoint of customer experience is considered a critical component influencing satisfaction and reinforcing brand image. Indeed, in modern marketing thought, businesses are required to create effective and inclusive experiences across all channels that reach potential customers in the digital world, in addition to traditional sales and marketing techniques in physical stores. Considering the competitive structure of the e-commerce sector, the continuous review and improvement of online customer experiences by businesses emerge as an indispensable strategy to maintain market presence and increase market share. The first part of the study involves a thorough literature review examining the underlying terms and concepts of the research. This section addresses the definitions and historical development of concepts such as customer, experience, customer experience, customer experience management; customer satisfaction, the impact of customer experience on customer satisfaction; online customer experience, purchasing decisions, and the influence of experience on purchasing decisions. The customer is generally defined as the individual acquiring goods or services in exchange for a cost; experience is defined as the sum of knowledge and skills gained through active participation. In marketing literature, customer experience is considered the cumulative interactive processes established by a company or brand with its customers and the holistic chain of interactions created by these processes. Customer experience management is defined as an approach that shapes all activities, workflows, and operational processes of businesses according to the needs and expectations of customers. This management style aims to create quality and personalized experiences at every point of interaction with customers. It focuses on creating value at every touchpoint during the lifelong journey of customers with the brand and aims to reinforce customer loyalty. Thus, businesses are emphasized to adopt customer experience as a strategic priority and invest in this area. Under the influence of the digital age on businesses, the first section of the study describes the essential management style of online customer experience management for businesses. The research highlights the critical importance of this relationship for businesses' strategies to gain competitive advantage and secure a sustainable position in the market in the digital age. In the context of e-commerce, the conceptual framework of customer experience is defined, and the central importance of this experience in digital markets is discussed. The purchasing decision process is identified as a comprehensive area where a variety of variables, from individual customer preferences to social and psychological factors, are examined in interaction. In this framework, the role of customer experience management and the factors affecting purchasing decisions in e-commerce and how these factors shape customer decisions are discussed, addressing how customer experience influences customer satisfaction levels and plays a role in purchasing decisions. Consequently, an in-depth literature review focusing on the effects of customer experience on purchasing decisions in the e-commerce sector has been conducted. In the second part of the research, the results of a survey conducted on the impact of customer experience on customer satisfaction in the Turkish e-commerce sector are analyzed. The research examines user interactions on e-commerce sites, including various variables such as the clarity of site design, the effectiveness of information processes (for example, campaigns and cargo tracking), the quality of customer service, and loyalty to the brand. A survey was conducted to evaluate in detail the contributions of these variables to customer satisfaction, and statistical analyses were performed to reveal their overall impact on customer satisfaction. The methodological structure of the research is designed to evaluate customer experiences and satisfaction levels related to the e-commerce sector in Turkey. Data from a total of 135 participants with various demographic characteristics were collected for the study. The survey administered to the participants consists of a total of 25 questions aimed at measuring customer experience and satisfaction. Of these, 21 questions are aimed at measuring customer experience, and the remaining four assess customer satisfaction. The customer experience scale includes six questions for brand experience, six questions related to service experience, and nine questions to determine post-purchase consumption experience. A Likert-type scale ranging from 1 to 5 was used to quantitatively measure participants' experiences and satisfaction levels, allowing participants to express their perceptions and responses on a gradient scale. The research data was analyzed using the SPSS statistical program. Initially, the questions included in the survey, consisting of three sections – "Personal Information Form," "Customer Experience Scale," and "Customer Satisfaction Scale" – were classified according to relevant criteria, and factor analysis was conducted for each group of questions. Factor analysis is used to reduce variables in large datasets to a smaller number of fundamental factors. Subsequently, a reliability test was conducted to assess the consistency and repeatability of measurement tools. Then, correlation analysis was performed to determine the direction and strength of the relationship between two or more variables. This analysis reveals whether there is a connection between variables and the strength of this connection. Finally, regression analysis was conducted to explore and model the effect of one or more independent variables on a dependent variable, and the survey results were interpreted statistically. The results of all statistical analyses indicated a positive relationship between customer experience and customer satisfaction. The fundamental components of customer experience, such as brand experience, service experience, and post purchase consumption experience, contribute to customer satisfaction. These findings demonstrate the importance of each dimension of customer experiences on satisfaction. The research underscores that brand experience shapes customers' perceptions, service experience determines the congruence between customer expectations and the service delivered, and post-purchase consumption experience plays a significant role in enhancing the overall satisfaction level and supporting long-term interaction with the product. Thus, the specific weight and contribution of each component have been extensively examined and evaluated for the development of a holistic customer experience strategy. In the research, it was observed that the participants' perceptions of customer experience and satisfaction, when evaluated in terms of demographic variables such as age, gender, marital status, education level, and profession, generally presented a homogeneous structure. Although there was no marked distinction, it was noted that high school graduates tended to give slightly higher ratings compared to university graduates. This finding indicates a partial differentiation in how customer experience and satisfaction are shaped by demographic factors, which could be decisive in the design of customer experience management strategies. Statistical analyses, especially correlation and regression analyses, have shown that brand perception, service quality, and post-purchase consumption experiences have a positive effect on customer satisfaction. Furthermore, the research findings highlight that the post-purchase experience of e-commerce customers is the most influential factor in satisfaction. This situation indicates that the post-purchase experience, along with other factors such as brand and service quality, is a critical element in enhancing customer satisfaction. Therefore, the importance of strategic planning by e-commerce companies to strengthen post-sale services and customer support is clearly demonstrated by the findings. The research suggests that improving post-purchase support is a critical strategy for strengthening companies' competitive positions and expanding their market share. In conclusion, the outcomes of the research underscore the importance of customer-centric approaches and loyalty-building strategies in improving customer satisfaction. The study includes practical strategies for enhancing the post-purchase consumption experience and enriching brand and service experiences, advocating that these recommendations are applicable methods for increasing customer satisfaction and loyalty.